In this recommendable article, I will walk you through a few of the most common avoidable Facebook Ad mistakes and easy tips on how to avoid them and increase your monthly earnings. To help simplify the process for you, we are breaking down the step-by-step process of running an ad on Facebook. And to make it more understandable, we put together a good picture of it to help you keep all of your campaign details straight…
Facebook Ad, Why Advertising On Facebook?
It is no surprise that businesses all over the world today have been flocking to the social media giant, Facebook for their advertising needs. After all, Facebook does have the biggest global audience of all Social media networks.
In fact, in the second quarter of 2022, according to an online survey, Facebook surpassed 3.7 billion monthly active users, With a user base this big and broad, there are thousands of brand awareness opportunities for companies in almost all industries around the globe. But the unfortunate thing is, while brands and households are spending millions of dollars a year on Facebook Ads, some companies/individuals don’t always get the ROI they expect.
In late six years ago, 62% of brands reported losing money or breaking even on Facebook Ads. Since then, the social media company has added more advertising features to help brands across its platforms see better results. With this resource in hand, let’s dive in to help you build the avoidable Facebook Ad mistakes when starting or running a Facebook ad for the right audience on this problem-solving platform. first, let’s answer why advertising On Facebook.
Why Advertising On Facebook?
With more than 3.7 billion people using Facebook every month, and nearly 1.9 billion users every day, Facebook offers a unique opportunity for marketers to increase their earning and sales efforts. With good Facebook Ads, we can achieve the following:
Your business can reach large audiences: Facebook is considered one of the “Big Four” of social media. With a platform regularly attracting so many people, it is a well-worth shot at giving your brand more exposure and prospects.
You can filter who sees your ad: When building your advertisement, you can set parameters from demographics such as age, interests, behaviours, and more to increase the likelihood of clicks. This is important because your ad spend can be allocated to prospects who may derive the most value from your offering.
Facebook has built-in ad analytics: Ad performance tracking is recorded and available in real-time from the moment you begin your advertisement. You can use these metrics to understand better what is working and how to improve your advertising strategy for future campaigns.
The trouble is, with both an investment of time and money on the line, there is not much room for oversight. To capitalize on this platform’s audience and effectively create and run Facebook ads, you must first learn about Facebook Ads Manager.
Facebook Ads Manager
Facebook’s Ad Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.
That is to say, Ads Manager is your starting point for running ads on Facebook, Instagram, Messenger or Audience Network. It’s an all-in-one tool for creating ads, managing when and where they’ll run, and tracking how well your campaigns are performing towards your marketing goals
Facebook Ads Manager features, otherwise popularly called Ads Center features, are divided into four parts:
Summary: This section summarizes your recent spend amount, ad performance, and key metrics like reach, post engagement, and link clicks are readily available reporting on performance. You can even enable autogenerated recommendations to boost performing well-performing posts in this section.
All Ads: For businesses running multiple advertisements in a given period, you can select a specific ad to view more detailed metrics or edit things like your ad’s budget. You can also pause or delete the ones of your choosing in this section.
Audiences: This section has any audience you have created for your ads. When you select a specific audience, you will see which ads reached those prospects and can make changes based on demographics as you see fit.
Automated Ads: This section is only available if you have created Automated Ads. Best fit for beginners and those looking for a simple way to gain exposure, but without the precision, you may achieve manually. This section will list all your Automated Ads and a summary of recent results
5 Facebook Ad Mistakes to Avoid
- Limiting Your Audience Targets:
You might think that advertising to a small and limited, highly-specific group of people will help you save money while directing your content to only people who will click. But, according to one of Validnotion’s advertising experts, this is the exact opposite of what you should be doing.
There is no doubt that one of the most common mistakes I see people make on Facebook Ads applications is unnecessarily restricting their audiences. The bigger the audience that you created, the more options you are giving Facebook on who they can serve your ads to,” says John I Ononogbu, Validnotion’s Director of Acquisition, Analytics, and Paid Advertising.
“For example, giving Facebook one $600 budget to be spent between Canada and the United States is going to be spent more efficiently than running a $200 budget for each country,” John said.
As you are determining how broad your audience targets should be, consider the objective of your ad. If you are interested in traffic or specific product purchases, you might want to zone in on a specific audience of people that will be most interested in your offering. But, if you are looking to build brand awareness or promote a widely appealing offer, experiment with a broader target audience. Though it will cost you a fortune, surely, you will smile home with increased earnings at the month’s end.
2. Targeting The Wrong People:
This is another avoidable mistake. While brands mistakenly target small groups when they should aim for broader audiences, they can also be guilty of targeting the wrong audience completely. This is not surprising or uncommon. It is fact
Across platforms, including Facebook, we have seen many big brand campaigns fall flat because companies simply did not research who their target audience was or the messaging they wanted to hear.
Even though marketers commonly mistarget their audiences when creating all sorts of marketing campaigns, this miss-step is even riskier when you are investing in paid promotions, such as Facebook Ads. If you do not target your ads to prospects who will be interested in your offerings, you will waste ad spending just to find out that no one even visited your site.
To avoid mistargeting in every aspect of your marketing strategy, it’s good to develop one or more buyer personas for each product or offering your company sells. Building a persona might help you learn more about how old your average buyer is, their job role, and other information that you can then use to target your Facebook Ad’s audience.
Aside from creating a buyer persona, you can also leverage the data you gain directly from your Facebook Page.
Haidi Zhu, WeWork’s Head of Performance Marketing told Validnotion that her team uses Facebook Insights and other tools to learn more about their social media audiences and potential ad targets.
“We start by analyzing the demographics of our current members to better understand who they are based on location, interests, industry, and more,” Zhu said in one of his interviews back in 2021 “We use this data to develop audiences to identify potential members and further segment down to deliver ads that feature the WeWork offerings, locations, and services that we strongly believe will benefit them most.”
For more help with choosing the right Facebook Ad audiences, check out the video on Youtube regarding Facebook ad manager, it will also walk you through how to target ads on Facebook, and what strategies you should use.
3. Not Creating Enticing Content:
Ad platforms such as Facebook Ads will direct your promotion to your target audience, which can increase the chances of ROI. However, when an ad is delivered to a user, they might not click if the content is not valuable or is boring. This is why you will want to make sure you are only paying to circulate great ad content that will engage audiences.
To create an ad worth clicking on, start by determining which type of content your audiences will enjoy most. For example, do your audiences engage with video posts more than text-based posts? Or do they love photos or carousel content more than other content types? Learn as much as you can about what content will catch their eye and then lean into those formats.
Once you decide which type of content you will offer your audiences, you should also research which types of messaging will grab their attention fast, or will stop users from scrolling, rather than getting them to click on your ad.
Learning about your audience and what ads they will actually click on can take a great deal of time and energy. But, like with any marketing tactic, understanding and leveraging your buyer persona can have great benefits.
4. Skipping The A/B Test:
As we mentioned above, you will want to create and put money behind ad content that people will click on. And, as you develop a buyer persona for your page, it will be easier to identify which ad content is most engaging.
But, even when you are 100% confident in your ad content, there is always a small chance it could fall flat for some segments of your audience. This is why you will want to experiment with and test ad alternatives.
Luckily, Facebook allows users to apply A/B test ads. With this feature, you can submit multiple ad types with different formats, images, or text, to Facebook when you launch an ad. From there, Facebook will send different variations of the ad to a small segment of your target audience and analyze which format gets the most engagement. From there, the ad that gets the most engagement will be sent to the bigger portion of your audience.
Aside from presenting audiences with the most engaging ad version, Facebook also shows advertisers which ad performs best. This can help brands further define an ad content strategy that’s right for their audience.
“It’s easy to think you know what will capture your audience’s attention, but you will be surprised when you actually test it,” said Frank Emanuele, co-host of The Marketers Next Door Podcast, in a post
According to him, he will always compare at least two options and track their performance carefully. Then I put my spending toward the top performer to get the most bang for my work. I often find that the creative I liked best actually isn’t my top performer.” Emanuele concluded.
5. Running ads On Auto-Pilot:
Facebook Ads is a very intuitive software that does a lot for the average marketer, from targeting audiences to A/B testing ad variations. But, once you press the launch button, you should not rely on Facebook to manage your entire promotion — especially if you plan to run it for a long time.
PLEASE NOTE: When you run your ads on auto-pilot, you may run the risk of two things: Facebook ad fatigue and losing funds when the content you launch is uninteresting or mistargeted. It is avoidable, always keep an eye on your business.
6. Avoiding Facebook Ad Fatigue:
If you run the same Facebook ad to the same audiences for multiple days, there is a chance that users could see the promotion more than once. If your audience members repeatedly see the same photos, content, and messaging from you on their feed, they might be less likely to click on it each time they see it.
When your Facebook Ad continues to be shown to the same targets over and over again but does not receive the same engagements, this could negatively impact your return on ad spend. This whole scenario is known by social media experts as “Facebook Ad Fatigue.”
7. Avoiding Other Facebook Ad Mishaps:
As with any marketing or other paid tactics, you will want to track KPIs from the day of the ad launch until the moment it ends to ensure your investment is effectively generating ROI. This will help you know when to pull or edit an unsuccessful ad. This data can also help you learn what you did right when an ad generates ROI.
When tracking Facebook Ads, you should start by analyzing the KPIs related to your campaign’s objective. For example, if your ad objective relates to increasing awareness, you should track the reach and engagement of your ad and Facebook page.
You also should use Facebook Ads Manager and other tracking tools, such as your website’s CMS analytics dashboard or UTM codes, to learn about how your ad is performing in other ways on the platform. For example, if your ad is not generating leads, but is generating traffic or page views, you might want to pivot your objective or strategy so that your content and ad goals align.
Optimizing Your Facebook Ads
While paying Facebook to circulate your content will get it seen by audiences around the world, it’s up to you to motivate the audiences to click on it. As you develop or refine your Facebook Ad strategy, be sure to keep these things in mind
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